Digital Branding A Love Story
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1 Digital Branding A Love Story 1 Digital Marketing Summit 2014 Lora Louise Broady, Daniels Faculty Heather Kennedy, Daniels Faculty
2 2 Brand Love L'Oréal Style
3 The Digital Brand Relationship Triangle
4 4 Commitment The Digital Brand Triangle Desire Interest Awareness Your Customer Your Brand Your Digital
5 5 Stage 1 Awareness
6 6 Get their attention by creating experiences Creating Awareness in Digital Branding Make it viral (easy to share!) Show what makes you unique Find a wingman (partner with other brands)
7 7 Stage 1 Awareness Example Dollar Shave Club Disruptive branding goes viral on YouTube
8 Stage 1 8 Awareness Example Canyon Bakehouse Using Facebook to partner with like-minded, non competing brands
9 9 Stage 2 Interest
10 10 Find the connection Creating Interest in Digital Branding Invite them to participate Get personal Be spontaneous and authentic Talk about what s meaningful to you
11 Stage 2 11 Interest Example Nike ID Personalized website tools to create a unique connection
12 Stage 2 12 Interest Example Airbnb Using Twitter to listen and respond spontaneously
13 13 Stage 3 Desire
14 14 Build the connection Creating Desire in Digital Branding Listen to what they are saying Present your best self Create interest with visuals Find them where they are
15 15 Stage 3 Desire Example Logicalis B2B thought leadership via ebook, , microsite
16 Stage 3 16 Desire Example Four Seasons Bridal Using Pinterest to find connect with brides to be and create interest with visuals
17 17 Stage 4 Commitment
18 18 Build trust Creating Commitment in Digital Branding Fuel passions Create a connection Encourage the conversation Develop the experience Don t drone on.listen!
19 Stage 4 19 Commitment Example Charity Water Grassroots nonprofit program creates loyalty via Facebook
20 20 Stage 4 Commitment Example Whole Foods Market Using YouTube to fuel shoppers passion for food
21 Looking for Love?
22 22 Looking for love?
23 For more information We can cut this if we re out of time? They ll get a copy with this info in it?
24 Thank you!
25 Appendix
26 26 Customer Fundamentals Your Customer Know them Consider interests & passions Serve them Authenticity builds trust Understand them Realize shifting expectations Segment them Create communities Learn from them Listen and engage
27 12 Types of Millennials Collectors Travelers Boss Babes Brogrammers Nostalgics Mill Moms 1/4Life Crisis Marthas Exuberants Culinary Shut Out Underemployed
28 28 Brand Fundamentals Your Brand a logo It s a customer s impression you say it is It s what they say it is what you say It s what you do how you are similar It s how you are different sales pitch It s founded on trust
29 Brand Equity
30 30 Digital Fundamentals Your Digital Build community using their channels Add value provide tools, tips, fun Invite them to engage online Be authentic across all touchpoints Listen actively (and don t shout)
31 Digital Branding
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